AA Bakery, situated in Walkerville, south of Johannesburg, is in the process of changing its fleet to Hino trucks only from a mix of Hino plus two competing brands due to the reliability and low running costs of a sample group of Hino trucks which were evaluated under regular operating conditions over a couple of years.
Ashen Ajoodha, the CEO of the Super Soft Group of which the AA Bakery is the major component, says that the current cost of operating a big fleet of trucks makes up a significant part of his company’s overall operating expenses. The operating conditions of the AA Bakery fleet is very demanding as many of the trucks must manage almost 200 delivery stops each day, with the total fleet making over 20 000 stops a day.
“For that reason, we need trucks that are dependable, durable and fuel efficient and it is these aspects where we have found the Hino truck range ideal for our kind of operation, which is spread through several provinces of South Africa,” commented Ashen Ajoodha.
Hino trucks already make up 45% of the AA Bakery fleet. Six models are currently used for a variety of tasks, being 200-Series, 614-Series, 714- Series 816-Series, 1726-Series and 1018-Series. All the trucks are fitted with manual transmissions while the drivers are trained by Hino instructors to use the gearbox correctly to ensure long life for the clutch system.
AA Bakery has been using a limited number of Toyota Dyna and Hino trucks since 1995 when Ashen’s father, Shan, founded the company.
“In fact, the Dyna was the first truck he bought,” explained Ashen. “But, over the years most of the fleet has consisted of two other brands.”
However, in 2025, due to the persistent urging of Julian van Whye, a salesperson at Hino Isando, who regularly visited Ashen at the bakery, in addition to the encouraging results of the Hino trucks already in the fleet an order was placed for 25 Hino 200 and 300 trucks. The positive experience over the past year, using a significant number of Hino trucks, has resulted in a decision to make the whole fleet Hino.
“We also believe the stylish Hino trucks are good for our brand image. The drivers are also happy and say they feel safe in these trucks,” added Ashen.
Ashen says he has always been satisfied with the after sales service his trucks have received from Hino Isando and this relationship has developed into the dealership setting up a dedicated service centre on the premises of AA Bakery to further improve the service offering.
The AA Bakery of today, which consists of modern plants baking Super Soft bread that is delivered in Gauteng and as far afield as Limpopo, had small beginnings in 1995. Known as AA Distributors it provided a delivery service of bread.
The first AA Bakery was set up in 1999, making bread under the supersoft brand. Subsequently the family owned business went on its own, and growth has been most encouraging for the Ajoodha family. Father Shan has passed away, and Ashen has taken over the role of CEO, with his nephew, Akshan, joining the team and keeping up the family tradition of having the letter “A” for his first name.
“We are under cost pressures to ensure we remain competitive while continuing to grow and believe our decision to make the fleet solely Hino will contribute to keeping our fleet expenses in check. The brand has also built up a reputation for a long operating life in South Africa, with many Hino trucks clocking up more than a million kilometres and this is another benefit we will enjoy,” concluded Ashen Ajoodha.